This morning, I got into a small debate with one of my colleagues here at Synaptic Digital about what the most important web video metric to look at is. He said click-through or call to action, as this leads to actual monetization and showcases ROI. I, on the other hand, thought average time watching the video was most important, as this intuitively leads to greater mindshare and brand recall.
Ends up, unsurprisingly, that we are not the only people debating this. Recently, socialmediatoday.com posted an article about how all online marketing should lead to actual revenue and in another post here argues that B2B companies should back off of social and digital efforts and focus only on pushing customers to the next purchase. While Mashable posts here that social efforts should be used to cultivate your customers – eventually translating into purchases down the road.
The problem that many people are running into is that online means a lot of different things. Saying that you want to use video online is kind of like saying you want to visit Europe – where to start? To better understand, online has two types of properties that really matter to brands: owned properties – sites that you control, and earned properties – where people are talking about you for good or bad. We can’t control what earned properties are saying, we can guide, but the fate of what is said is ultimately out of our control. However, with owned properties, we can control the majority of the aspects of the property. Here is where we can post the video. These channels include the brand’s website(s), micro-sites, Facebook, LinkedIn, Google+, YouTube, Blog, Press Room, Press Releases and anywhere else that you can go in an edit pages.
Going one step further, people visit you on each of these channels for completely different reasons. Customers interact with your content on Facebook in a much different fashion then they do with content on your website. Each of these channels may even have completely different types of audiences visiting them.
In order to best understand how online video should be created, displayed and measured against, you first need to understand what your audience is expecting on each of these outlets and deliver video to them in a way that is compatible. Over the next couple of weeks leading up to the holidays, I will be posting channel specific posts on how to fully optimize video content in order to make maximum impact for your brand. The goal is always to expand revenues, but it must be done so in the right way so that your customers have longevity and build brand loyalty every step of the way.
- Sean Wilson